Pancia Piena is a commercial scale branding and identity project created for a fictional pasta company meant to appear simultaneously high end and approachable. Developed from scratch, the brand Pancia Piena is based on detailed market research and product testing. The phrase "Pancia Piena" means "Full Belly" in Italian, and the company's motto is "a full belly and a happy heart, for everyone." The company is based on the ethics of giving back and supporting charities, marketed as a friendly product for young families. The branding is rooted in these morals, featuring a friendly chef icon with reflected letter Ps for eyes. Warm, approachable colors and typefaces designed for legibility pair with dynamic patterns and geometric color blocking to generate a brand that is eye catching and appealing to children and parents.